About six month's ago the reputation of 'Old Spice' literally stunk with today's kids as they associated grandpa's, woolen cardigans and old wooden ships with the age old aftershave. The company realised they were in desperate need of a make over to compete with the David Beckham, Roger Federer and shameless sex appeal of their competitors.
What they came up with was one of the most successful viral video campaigns of all time that has now grown a life of it's own with thousands of DIY 'Old Spice' popping up daily.
This great article explains how Procter & Gamble 'Old Spice's' Parent company used the web to create the world's biggest video phenomenon of 2010 and is a great discussion piece to have with teenage students as it discusses issues of social media and community lead promotion. Much of which is being done by teenagers. Check it out here.